Brand Tone

The brand's tone is predominantly inspirational, motivational, and authentic. It is confident and humble, straightforward, encouraging, and deeply rooted in the mindset of a dedicated athlete. It avoids corporate jargon and fosters a personal connection, similar to advice from a coach or fellow competitor.

Brand Values

• •Perseverance and Resilience
• •Hard Work and Dedication
• •Community and Brotherhood
• •Authenticity
• •Aspiration

Best Practices

• •Always write from the perspective of someone who understands the wrestling world intimately. Use authentic language and reference common experiences like training, competition, and the mental challenges of the sport.
• •Frame your messaging around encouragement and inspiration. The core of the brand is aspiration, so every piece of copy should aim to uplift and motivate the athlete.
• •Regularly connect the brand and products back to Cayden Henschel. His journey is the brand's foundation and its most powerful differentiator. Use his voice and story to maintain credibility.
• •Use inclusive language like "we," "us," and "the wrestling family." Create prompts and questions in your copy to encourage engagement and make your audience feel like part of a collective.
• •The copy should be confident and straightforward, much like a wrestler's mindset. Avoid passive language or overly complex sentences. The message should be clear, powerful, and focused on action and results.

Social Perception

Customers perceive the brand as highly credible because it's run by a successful wrestler who understands specific performance needs. It is viewed as an inspirational source of motivation, providing not just apparel but a mindset of discipline and ambition. The brand is also seen as an integral, community-focused part of the wrestling world, with a strong implied focus on product quality and functionality.

Copy Examples

• •Engineered for the final seconds. Built for the first takedown. The new Apex Singlet is designed to feel like a second skin, so your only focus is the match. Leave it all on the mat. #CHGear #Wrestling #MatDominance
• •The work you put in when no one is watching is what defines you when the lights are on. Every drill, every sprint, every ounce of sweat is a deposit on your future success. How are you earning it today? #WrestlingMindset #TrainHard #CHGear
• •Your grind is our inspiration. Tag us in your training videos for a chance to be featured! #CHGear #WrestlingFamily #FutureChamps @caydenhenschel
• •CH Gear wasn’t born in a boardroom. It was born from 6 AM practices, grueling weight cuts, and the unyielding pursuit of a championship title. We know the dedication it takes because we live it. Our gear is crafted to endure the same journey you do—from the practice room to the podium.
• •The season doesn’t wait. Your opponents aren't resting. This is the time to equip yourself with gear that matches your ambition. For a limited time, get 15% off our new collection of performance shorts and tees. Built for wrestlers who demand more from themselves and their equipment. Shop now and be ready.